The Market for Television Advertising: Model and Evidence

We provide a model of television advertising based on an explicit characterization of an advertisement's contribution to an advertiser's profits that suggests that each program faces a downward sloping demand for its ad time. Hence Fournier and Martin's (1983) "law of one price" does not hold in our model. We study these contrasting arguments about television advertising by examining the pricing of broadcast network advertising. In conducting this empirical examination we encounter and solve a severe multicollinearity problem. We conclude that the evidence supports the advertising model presented in this paper and demonstrates segmentation between cable and broadcast viewers in the national television advertising market.broadcast, cable, market segmentation, multicollinearity,

The relationship between P2X4 and P2X7: a physiologically important interaction?

Purinergic signaling within the kidney is becoming an important focus in the study of renal health and disease. The effectors of ATP signaling, the P2Y and P2X receptors, are expressed to varying extents in and along the nephron. There are many studies demonstrating the importance of the P2Y2 receptor on kidney function, and other P2 receptors are now emerging as participants in renal regulation. The P2X4 receptor has been linked to epithelial sodium transport in the nephron and expression levels of the P2X7 receptor are up-regulated in certain pathophysiological states. P2X7 antagonism has been shown to ameliorate rodent models of DOCA salt-induced hypertension and P2X4 null mice are hypertensive. Interestingly, polymorphisms in the genetic loci of P2X4 and P2X7 have been linked to blood pressure variation in human studies. In addition to the increasing evidence linking these two P2X receptors to renal function and health, a number of studies link the two receptors in terms of physical associations between their subunits, demonstrated both in vitro and in vivo. This review will analyze the current literature regarding interactions between P2X4 and P2X7 and assess the potential impact of these with respect to renal function

Conjugated Linoleic Acid Supplementation Does Not Reduce Visceral Adipose Tissue in Middle-Aged Men Engaged in a Resistance-Training Program

Conjugated linoleic acid (CLA) supplementation has shown convincing effects at reducing body fat in animals; yet human study results have been somewhat inconclusive. The purpose of this study is to determine whether four weeks of CLA supplementation, the approximate length of a commercial package, can result in a positive change in visceral adipose tissue in resistance-trained middle-aged men. Thirty overweight and moderately obese, but otherwise healthy male subjects (aged 35 to 55 years) currently involved in resistance training, were randomly assigned into CLA and placebo groups in a double-blind, placebo controlled approach. The study lasted for 12 weeks and consisted of three four-week periods. During the first four weeks (run-in period) each subject received placebo (4 g safflower oil). Throughout the next four weeks (supplementation period), the placebo group continued receiving placebo, while the CLA group received 3.2 g/d of CLA. During the final four weeks (run-out period) all subjects received the placebo. Computed tomography (CT) scans were used to measure visceral adipose tissue (VAT) at weeks 4, 8 and 12. No significant reduction in VAT cross-sectional area was determined in the CLA group during the study. On the contrary, a significant reduction in cross-sectional area of VAT of 23.12 cm2 during the supplementation period was measured in the placebo group, which was abated during the run-out period. Our results suggest that CLA supplementation of 3.2 g/d for four weeks does not promote decreases in VAT in middle-aged men currently participating in a resistance-training program

Push from the Bush: Revitalisation Strategies for Smaller Rural Towns

Generally, Australians consider that small towns are declining and there is not much that can be done about This paper argues that only certain sorts of towns (largely inland) are declining and that a lot can be done about it, provided there is the will. A small town in South-Western Queensland is used as a case study over a five year period and key issues are identified which can assist small towns to help themselves revitalise

Metabolic impact of protein feeding prior to moderate-intensity treadmill exercise in a fasted state: a pilot study

Background Augmenting fat oxidation is a primary goal of fitness enthusiasts and individuals desiring to improve their body composition. Performing aerobic exercise while fasted continues to be a popular strategy to achieve this outcome, yet little research has examined how nutritional manipulations influence energy expenditure and/or fat oxidation during and after exercise. Initial research has indicated that pre-exercise protein feeding may facilitate fat oxidation while minimizing protein degradation during exercise, but more research is needed to determine if the source of protein further influences such outcomes. Methods Eleven healthy, college-aged males (23.5 ± 2.1 years, 86.0 ± 15.6 kg, 184 ± 10.3 cm, 19.7 ± 4.4%fat) completed four testing sessions in a randomized, counter-balanced, crossover fashion after observing an 8–10 h fast. During each visit, baseline substrate oxidation and resting energy expenditure (REE) were assessed via indirect calorimetry. Participants ingested isovolumetric, solutions containing 25 g of whey protein isolate (WPI), 25 g of casein protein (CAS), 25 g of maltodextrin (MAL), or non-caloric control (CON). After 30 min, participants performed 30 min of treadmill exercise at 55–60% heart rate reserve. Substrate oxidation and energy expenditure were re-assessed during exercise and 15 min after exercise. Results Delta scores comparing the change in REE were normalized to body mass and a significant group x time interaction (p = 0.002) was found. Post-hoc comparisons indicated the within-group changes in REE following consumption of WPI (3.41 ± 1.63 kcal/kg) and CAS (3.39 ± 0.82 kcal/kg) were significantly greater (p \u3c 0.05) than following consumption of MAL (1.57 ± 0.99 kcal/kg) and tended to be greater than the non-caloric control group (2.00 ± 1.91 kcal/kg, p = 0.055 vs. WPI and p = 0.061 vs. CAS). Respiratory exchange ratio following consumption of WPI and CAS significantly decreased during the post exercise period while no change was observed for the other groups. Fat oxidation during exercise was calculated and increased in all groups throughout exercise. CAS was found to oxidize significantly more fat (p \u3c 0.05) than WPI during minutes 10–15 (CAS: 2.28 ± 0.38 g; WPI: 1.7 ± 0.60 g) and 25–30 (CAS: 3.03 ± 0.55 g; WPI: 2.24 ± 0.50 g) of the exercise bout. Conclusions Protein consumption before fasted moderate-intensity treadmill exercise significantly increased post-exercise energy expenditure compared to maltodextrin ingestion and tended to be greater than control. Post-exercise fat oxidation was improved following protein ingestion. Throughout exercise, fasting (control) did not yield more fat oxidation versus carbohydrate or protein, while casein protein allowed for more fat oxidation than whey. These results indicate rates of energy expenditure and fat oxidation can be modulated after CAS protein consumption prior to moderate-intensity cardiovascular exercise and that fasting did not lead to more fat oxidation during or after exercise

Quantum Electronics

Contains research objectives and summary of research for eight research projects split into three sections and a report on one research project.U. S. Air Force - Office of Scientific Research (Contract F44620-71-C-0051)Joint Services Electronics Program (Contract DAAB07-75-C-1346

International society of sports nutrition position stand: caffeine and performance

Position Statement: The position of The Society regarding caffeine supplementation and sport performance is summarized by the following seven points: 1.) Caffeine is effective for enhancing sport performance in trained athletes when consumed in low-to-moderate dosages (~3-6 mg/kg) and overall does not result in further enhancement in performance when consumed in higher dosages (≥ 9 mg/kg). 2.) Caffeine exerts a greater ergogenic effect when consumed in an anhydrous state as compared to coffee. 3.) It has been shown that caffeine can enhance vigilance during bouts of extended exhaustive exercise, as well as periods of sustained sleep deprivation. 4.) Caffeine is ergogenic for sustained maximal endurance exercise, and has been shown to be highly effective for time-trial performance. 5.) Caffeine supplementation is beneficial for high-intensity exercise, including team sports such as soccer and rugby, both of which are categorized by intermittent activity within a period of prolonged duration. 6.) The literature is equivocal when considering the effects of caffeine supplementation on strength-power performance, and additional research in this area is warranted. 7.) The scientific literature does not support caffeine-induced diuresis during exercise, or any harmful change in fluid balance that would negatively affect performance